Mexx

AMSTERDAM FASHION BRAND

Mexx — Brand Transformation for Global Growth Client Mexx, Netherlands

Year

2004-2012

Background
Mexx is a global fashion brand that celebrates a modern, casual lifestyle—one that is fun, free spirited, optimistic, and real. With over 1,100 stores and more than 3,000 employees in 55
countries, Mexx serves everyday people who prefer authenticity over perfection.

The Challenge
In 2004, Mexx was preparing for investor negotiations and needed a clear, updated brand identity that aligned with the evolving expectations of modern consumers. While their product had global reach, the brand lacked a strong, unified image and consumer connection.

Our Role
I was hired to lead the rebranding initiative from
the inside out. Starting with strategic positioning, I helped define a new brand direction that reflected the spirit of contemporary life. We transformed the visual identity and all customer-facing touchpoints, including:

Brand photography
Logo and logotype
Product labels and hangtags
Packaging and shopping bags
Stationery and corporate identity
Retail and communication design

The Result
The rebrand helped reposition Mexx as a forward thinking, relatable fashion brand. When I joined, the company was valued at €9 million. Eight years later, when I left, it had grown to €300 million, culminating in its acquisition by Liz Claiborne Inc. in 2011.

Impact
This project was a milestone in brand transformation, proving the power of design-led thinking in business growth.
It remains one of the most rewarding partnerships of my career.